Farmers_Market_Operations_and_Management_Services_(Addendum_#2_Revision).pdf

REQUEST FOR PROPOSAL

2026-RFP-048

FARMERS MARKET OPERATIONS AND MANAGEMENT SERVICES

City of Palm Desert

73-510 Fred Waring Drive

Palm Desert, CA 92260

RELEASE DATE: July 9, 2026

DEADLINE FOR QUESTIONS: July 17, 2026

RESPONSE DEADLINE: August 7, 2026, 5:00 pm

RESPONSES MUST BE SUBMITTED ELECTRONICALLY TO:

https://procurement.opengov.com/portal/cityofpalmdesert https://procurement.opengov.com/portal/cityofpalmdesert

City of Palm Desert

REQUEST FOR PROPOSAL

Farmers Market Operations and Management Services

1. Background and Introduction

2. Notice Inviting Proposals

3. Scope of Services

4. Requests for Clarification

5. Content and Format of Proposal

6. Selection Process

7. Evaluation Criteria

8. Submittal Requirements

9. General Conditions

10. Protests

Attachments:

A - Sample Professional Services Agreement

Request For Proposal #2026-RFP-048 Title: Farmers Market Operations and Management Services

1. Background and Introduction

1.1. Summary

The City of Palm Desert is requesting proposals from qualified and experienced farmers market operators for the development, operation and management ("Proposer") of a recurring Farmers Market serving residents and visitors of Palm Desert ("Services") and establish an initial one-year Professional Services

Agreement, with renewal options subject to City approval, available funding, and satisfactory performance.

To serve and promote the welfare of its residents, the City intends to procure the Services, as described in this document.

1.2. Background

The City of Palm Desert ("City") invites qualified and experienced farmers market operators to submit proposals for the development, operation, and management of a recurring Farmers Market serving residents and visitors of Palm Desert. The City Council has identified the establishment of a Farmers

Market as a priority initiative to enhance community vibrancy, support local and regional agriculture, provide healthy food access, and create an attractive gathering place for residents and visitors.

The City is a charter city located in the Coachella Valley in Eastern Riverside County, within the low desert region of Southern California. The City is home to approximately 50,000 full-time residents and an additional 32,000 seasonal residents. Palm Desert offers big-city resources within a welcoming, small-town environment, with high-quality educational opportunities, safe and clean streets, extensive retail and entertainment options, and robust community programming. Widely considered the geographical, educational, and retail hub of the Coachella Valley, Palm Desert was incorporated in 1973 and operates under a council-manager form of government with a five-member City Council elected by district, each serving a four-year term. The City Council meets on the second and fourth Thursdays of the month at

Palm Desert City Hall, 73-510 Fred Waring Drive.

1.3. Contact Information

Project Contact:

Shelby Goodwin

Special Events Coordinator

Email: sgoodwin@palmdesert.gov

Phone: (760) 776-6454

Procurement Contact:

Celina Cabrera

Senior Management Analyst

Email: ccabrera@palmdesert.gov

Phone: (760) 776-6449

Department:

Economic Development mailto:sgoodwin@palmdesert.gov tel:(760)776-6454 mailto:ccabrera@palmdesert.gov tel:(760)776-6449

1.4. Timeline

The scheduled dates are tentative and City retains the sole discretion to adjust the schedule. Nothing set forth herein shall be deemed to bind City to award a contract for the Services and City retains the sole discretion to cancel or modify any part of or all of this RFP at any time.

Release of Request for Proposal July 9, 2026

Last Day to Submit Questions for

Clarification

July 17, 2026, 5:00pm

Clarifications Issued by City on or before July 31, 2026, 5:00pm

Deadline for Receipt of Proposals submitted on or before

August 7, 2026, 5:00pm

2. Notice Inviting Proposals

2.1. NOTICE

RFP No.: 2026-RFP-048

Project Title: Farmers Market Operations and Management Services

PUBLIC NOTICE IS HEREBY GIVEN that proposals will be received by the City of Palm Desert (“City”) electronically through the City of Palm Desert’s ("City") online bid management provider (“OpenGov

Procurement”), until 5:00 pm, Friday, August 7, 2026. Proposals may not be submitted by fax, email, telephone, mail, hand delivery, or other means; any proposals received through any means other than

OpenGov Procurement will be returned to the proposer unopened.

The City is requesting proposals to provide: The City of Palm Desert ("City") invites qualified and experienced farmers market operators to submit proposals for the development, operation, and management of a recurring Farmers Market serving residents and visitors of Palm Desert.

The award of this contract is subject to available budget adequate to carry out the provisions of the proposed Agreement including the identified scope of work. The City reserves the right to reject any or all proposals determined not to be in the best interest of the City.

The City of Palm Desert is committed to inclusion and diversity and welcomes proposals and bids from contractors, consultants, and vendors of all faiths, creeds, ancestries, and ethnicities without regard to disability, gender identity, sexual orientation, or immigration status. The City condemns and will not tolerate prejudice, racism, bigotry, hatred, bullying, or violence towards any group within or outside of our community.

2.2. SCOPE OF SERVICES

The Services sought under this Request for Proposals (“RFP”) are set forth in more detail in the Scope of

Services Section, incorporated herein by this reference. Notwithstanding the inclusion of such Services in the Scope of Services Section, the final Scope of Services negotiated between City and the successful

Proposer shall be set forth in the Professional Services Agreement (“Agreement”) executed by and between City and the successful Proposer. A copy of the Agreement is attached and incorporated herein by this reference.

2.3. REGISTRATION

Interested proposers may register as vendors and download the Request for Proposals (“RFP”). To register, visit the City's electronic bidding website, OpenGov Procurement, and proceed to "Subscribe" as a vendor with the City to receive new project notifications. Interested proposers may "Follow" the RFP to view and/or download the RFP details, receive addenda alerts and notices, and draft and submit a response.

2.4. PRE-PROPOSAL MEETING

For this RFP, there is no pre-proposal meeting.

3. Scope of Services

3.1. Project Overview

The City of Palm Desert ("City") invites qualified and experienced farmers market operators to submit proposals for the development, operation, and management of a recurring Farmers Market serving residents and visitors of Palm Desert.

The City Council has identified the establishment of a Farmers Market as a priority initiative to enhance community vibrancy, support local and regional agriculture, provide healthy food access, and create an attractive gathering place for residents and visitors.

3.2. Market Season and Operating Schedule

The City anticipates the Farmers Market to operate on a weekly basis from October through May.

Proposers shall identify in their proposals their recommended day of the week, hours of operation, and any seasonal programming opportunities that would enhance attendance and vendor participation.

The City reserves the right to approve the final operating schedule.

3.3. Market Location

The proposed Farmers Market location is a designated portion of the Palm Desert Aquatic Center parking lot located at:

Palm Desert Aquatic Center

73-751 Magnesia Falls Drive

Palm Desert, California 92260 https://secure.procurenow.com/portal/cityofpalmdesert

The City reserves the right to consider alternative locations proposed by respondents if, in the City's sole discretion, an alternate site better supports the City's goals and objectives. Submission of an alternative location does not guarantee the City's acceptance or approval of that location.

The selected operator shall work collaboratively with City staff to finalize market layout, vendor placement, traffic circulation, parking management, pedestrian access, and operational logistics. Market operations shall be planned to minimize impacts to Aquatic Center users, nearby facilities, surrounding neighborhoods, parking availability, ADA access, and emergency vehicle access.

3.4. Market Vision

The City is seeking a market operator capable of creating a farmers market that will:

• Prioritize certified agricultural producers and fresh food offerings.

• Serve residents, seasonal visitors, and tourists.

• Create a welcoming and inclusive community gathering space.

• Support local and regional agriculture.

• Promote healthy living and access to fresh food.

• Activate public space through recurring community programming.

• Achieve long-term operational and financial sustainability.

The City strongly prefers a market model that emphasizes certified agricultural producers and encourages operation as a California Certified Farmers Market where feasible and appropriate. If the Proposer recommends operating as a California Certified Farmers Market, the proposal should describe their understanding of being a California Certified Farmers Market, certification approach, regulatory requirements, ability to recruit and manage agricultural vendors, and operator responsibilities.

Innovative approaches that distinguish the Palm Desert Farmers Market from other regional markets while maintaining a strong agricultural focus are encouraged.

3.5. City Support

The City may consider providing financial assistance, marketing support, and/or other resources to assist with market startup and implementation.

Proposers requesting City support shall identify:

• Amount requested

• Intended use of funds

• Proposed outcomes

• Long-term sustainability strategy

In addition to any approved financial assistance, the City anticipates providing:

• Use of the designated market site to include access to power.

• Coordination with City departments regarding site operations and logistics.

• Review and approval of market layout and operational plans.

• Marketing support through City communication channels, subject to availability.

• Coordination regarding City-sponsored events and activities that may impact market operations.

The City reserves the right to approve, modify, or deny any requested support.

3.6. Minimum Qualifications

Proposers shall demonstrate the following minimum qualifications:

• A minimum of three (3) years of experience operating farmers markets, community markets, or similar recurring public market programs.

• Experience recruiting and retaining agricultural producers, farmers, and food-related vendors.

• Experience working with public agencies, municipalities, property owners, or similar organizations.

• Knowledge of applicable federal, state, county, and local regulations governing farmers markets and food-related events.

• Demonstrated ability to manage market operations, vendor relations, marketing, and community engagement activities.

Preference may be given to proposers with:

• Experience operating California Certified Farmers Markets.

• Established relationships with Certified California Farmers and agricultural producers.

• Experience managing markets in Southern California.

• Experience developing and operating markets in partnership with public agencies.

The City reserves the right to determine whether a proposer meets the minimum qualifications required to be considered for award.

3.7. Target Market Composition

The City seeks a curated, high-quality market that reflects Palm Desert's reputation as a premier destination. Preference should be given to locally grown produce, specialty food producers, fresh flowers, artisan food products, and complementary handcrafted goods that enhance the customer experience.

Commodity merchandise, imported resale items, flea market-style vendors, and mass-produced products are discouraged.

Proposals should include anticipated vendor percentages by category, including:

• Certified Agricultural Producers

• Specialty Food Vendors

• Prepared Food Vendors

• Artisan and Craft Vendors

3.8. Minimum Agricultural Vendor Requirement

The City intends for the market to maintain a strong agricultural identity. The selected operator shall make commercially reasonable efforts to ensure that a minimum of fifty percent (50%) of participating vendors are Certified California Farmers, recognizing that seasonal availability, crop cycles, weather, and agricultural conditions may affect vendor composition.

Proposers shall describe their existing relationships with Certified California Farmers and agricultural producers and provide a vendor recruitment strategy demonstrating their ability to attract and retain agricultural vendors.

3.9. Regional Vendor Recruitment

The City encourages recruitment of agricultural producers and vendors from throughout Southern

California and the Coachella Valley region, including Riverside, Imperial, San Bernardino, Orange, Los

Angeles, and San Diego Counties.

The City reserves the right to review vendor composition periodically and work with the operator to ensure the market continues to meet the City's objectives for agricultural participation and overall market quality.

3.10. Regulatory Compliance

Respondents are reminded to review Section 3.10 – Regulatory Compliance. The selected operator will be responsible for obtaining and maintaining all required City permits and approvals, as well as any permits or approvals required by other applicable regulatory agencies, necessary to operate the Farmers

Market.

The operator shall:

• Comply with all applicable federal, state, county, and local laws, regulations, and ordinances.

• Obtain and maintain all permits required for market operations.

• Comply with California Certified Farmers Market regulations, if the market is operated as a

Certified Farmers Market.

• Coordinate with Riverside County Department of Environmental Health and other applicable regulatory agencies.

• Verify that vendors maintain all required licenses, permits, certifications, and insurance coverage.

• Ensure compliance with food safety regulations and applicable health requirements.

• Maintain records and documentation necessary to demonstrate compliance.

• Ensure that all market operations comply with the Americans with Disabilities Act (ADA), including maintaining accessible pedestrian routes, vendor layouts, and customer access throughout the market site.

3.11. Vendor Insurance Requirements

The selected operator shall be responsible for ensuring that all participating vendors maintain insurance coverage appropriate to their products, services, and activities, and as required by the City, the operator, or applicable law.

The operator shall:

• Verify that vendors maintain required insurance coverage prior to participation in the Farmers

Market.

• Maintain current certificates of insurance and related documentation for participating vendors.

• Require vendors to provide updated insurance documentation upon expiration or upon request.

• Ensure that vendors providing food, prepared food, demonstrations, activities, or other higher-risk services maintain insurance coverage appropriate to their operations.

• Provide vendor insurance documentation to the City upon request.

• Notify the City of any vendor that fails to maintain required insurance coverage.

• Prohibit vendors from participating in the Farmers Market if required insurance coverage is not maintained.

The City reserves the right to establish minimum insurance requirements for vendors and to require additional coverage for certain vendor categories, activities, products, demonstrations, or special programming.

3.12. Site Operations

The selected operator shall be responsible for all aspects of site operations necessary to ensure a safe, clean, and successful market environment. Unless otherwise approved in writing by the City, the selected operator shall be responsible for providing or coordinating all equipment, supplies, and materials necessary for market operations, including but not limited to tents, chairs, tables, signage, barricades, cones, waste and recycling containers, extension cords, temporary power distribution, vendor check-in materials, portable restrooms, and other operational equipment.

Responsibilities shall include, but are not limited to:

• Development of a market site layout plan for City review and approval.

• Vendor placement and space assignments.

• Vendor loading and unloading procedures.

• Traffic circulation and parking management.

• Pedestrian circulation and safety.

• Emergency access and emergency response coordination.

• Waste collection, recycling, and site cleanliness.

• Site setup and breakdown.

• Coordination with City staff regarding operational issues and special events.

Proposers shall describe their approach to managing site logistics and minimizing impacts to surrounding facilities, park users, and neighboring properties.

The operator shall develop and maintain written contingency plans addressing inclement weather, high winds, excessive heat, emergency situations, temporary market closures, and other operational disruptions. Such plans shall be provided to the City upon request and updated as necessary.

The operator shall coordinate with the City regarding temporary market relocations, schedule changes, or cancellations necessitated by City-sponsored events, maintenance activities, or emergency situations.

3.13. Safety and Security Coordination

The selected operator shall be responsible for maintaining a safe, orderly, and professional market environment for vendors, customers, City staff, and the public.

The operator shall coordinate with City staff, public safety personnel, vendors, and other applicable parties regarding safety and security matters related to market operations.

Responsibilities shall include, but are not limited to:

• Maintaining safe pedestrian circulation throughout the market site.

• Maintaining emergency vehicle access at all times.

• Managing vehicle movement during setup, operation, and breakdown.

• Establishing procedures for incident reporting, emergency response, lost children, first aid coordination, disruptive behavior, and other safety-related concerns.

• Promptly notifying the City of significant incidents, injuries, property damage, public safety concerns, or operational disruptions.

• Coordinating with City staff regarding temporary closures, cancellations, relocations, or operational changes due to safety, weather, emergency conditions, City operations, or other circumstances.

• Ensuring that vendors comply with applicable safety procedures and site rules.

• Maintaining communication procedures for market staff, vendors, City staff, and public safety personnel during market operations.

The operator shall develop and maintain written safety and security procedures for the Farmers Market.

Such procedures shall be provided to the City upon request and updated as necessary.

3.14. Community Programming

The City encourages programming and activities that enhance the overall market experience and foster community engagement. Examples may include educational demonstrations, health and wellness activities, agricultural education, nonprofit participation, family-friendly activities, and occasional live entertainment.

Any programming should complement and support the market's primary purpose as an agriculturally focused community market and should not overshadow the market's agricultural vendors and fresh food offerings. Programming should be secondary to the market itself and should not reduce available vendor space or detract from the market's primary purpose of supporting agriculture and local food producers.

3.15. Vendor Approval

The City reserves the right to review and prohibit vendors, products, activities, demonstrations, or displays that are inconsistent with applicable laws, City policies, community standards, or the intended character and objectives of the Palm Desert Farmers Market. The selected operator shall coordinate with the City regarding any vendor or activity that may raise concerns related to public safety, community standards, or market quality.

3.16. Performance Expectations

During the initial market season, the City expects the selected operator to work toward achieving the following objectives:

• Recruit and maintain approximately 20 to 30 vendors during the initial market season, with a majority consisting of Certified California Farmers and food-related vendors.

• Maintain a vendor mix that includes at least fifty percent (50%) Certified California Farmers, or demonstrate documented good-faith efforts to meet this target when seasonal availability or agricultural conditions prevent full compliance.

• Establish consistent weekly attendance and community participation.

• Demonstrate growth in vendor participation and customer attendance throughout the pilot season.

• Maintain high standards of cleanliness, professionalism, customer service, and operational excellence.

The City may use these metrics in evaluating contract renewal opportunities.

3.17. Reporting Requirements

The selected operator shall provide regular reporting to the City regarding market operations, vendor participation, attendance, marketing, community engagement, financial performance, and any operational issues. Reports shall be submitted in a format acceptable to the City.

Within forty-five (45) days following the conclusion of each market season, the operator shall submit a written report to the City summarizing market performance, including, but not limited to:

• Number of market dates held during the season

• Number of market dates cancelled, relocated, or modified, and the reason for each cancellation, relocation, or modification.

• Number of participating vendors by market date

• Average number of participating vendors per market date

• Vendor attendance by market date

• Vendor retention and turnover during the season

• Vendor categories, including:

o Certified California Farmers o Specialty food vendors o Prepared food vendors o Artisan and craft vendors o Nonprofit or community-based participants o Other vendor categories, as applicable

• Number and percentage of Certified California Farmers by market date and for the season overall.

• Summary of agricultural vendor recruitment efforts, including outreach to Certified California

Farmers and agricultural producers.

• Estimated customer attendance by market date and for the season overall

• Description and the methodology used to estimate customer attendance

• Summary of marketing and promotional activities

• Summary of social media, digital advertising, public relations, tourism outreach, and community outreach efforts

• Summary of community partnerships, sponsorships, and programming activities

• Summary of customer feedback, vendor feedback, and community feedback

• Summary of complaints, incidents, injuries, property damage, public safety concerns, or operational issues

• Summary of permit, licensing, insurance, or regulatory compliance issues, if any

• Summary of site operations, including parking, traffic circulation, pedestrian access, ADA access, waste management, recycling, setup, breakdown, and impacts to surrounding facilities

• Financial performance summary, including revenues, expenses, vendor fees, sponsorship revenue, requested or received City support, and use of any City funding

• Assessment of progress toward the City's stated market goals and performance expectations

• Operational challenges encountered during the season

• Recommendations for future market improvements, including vendor mix, schedule, site layout, marketing, programming, customer experience, financial sustainability, and operational procedures.

• Proposed goals or adjustments for the next market season

The City may request additional reports, documentation, or performance updates during the market season. The operator shall meet with City staff upon request to review market performance, address operational concerns, and identify opportunities for improvement.

3.18. Marketing and Branding

The selected operator shall develop and implement a comprehensive marketing plan that includes:

• Social media marketing

• Digital advertising

• Community outreach

• Public relations

• Tourism outreach

• Business community partnerships

• Seasonal promotional campaigns

Proposals should describe how the operator intends to establish the Palm Desert Farmers Market as a premier destination within the Coachella Valley.

4. Requests for Clarification

All questions, requests for interpretations or clarifications, either administrative or technical must be requested in writing VIA THE "Q&A" tab through the City’s online bid management provider (“OpenGov-

Procurement”).

All written questions, if answered, will be answered in writing, conveyed to all interested firms, and posted through OpenGov-Procurement. Oral statements regarding this RFP by any persons should be considered unverified information unless confirmed in writing. To ensure a response, questions must be received in writing by 5:00 pm (local time) on Friday, July 17, 2026.

5. Content and Format of Proposal

5.1. PROPOSAL REQUIREMENTS*

Proposals shall be prepared in a clear, concise, complete, and organized manner. Proposals shall include the information requested below and should follow the format outlined in this section to allow the City to fully evaluate and compare responses.

A. Cover Letter

Provide a cover letter that includes:

• Organization name and contact information.

• Primary contact person, including title, phone number, and email address.

• Statement of interest in operating the Palm Desert Farmers Market.

• Brief summary of the proposer's qualifications and approach.

• Commitment to fulfilling the requirements outlined in this RFP.

• Signature of an individual authorized to bind the proposer.

B. Organization Information

Provide information regarding the proposer's organization, including:

• Organization history and background.

• Organizational structure.

• Years in operation.

• Relevant certifications, licenses, affiliations, or professional memberships.

• Identification of key personnel responsible for market operations.

• Identification of the proposed Market Manager and any staff responsible for weekly onsite operations.

• Description of the proposer's capacity to operate and manage the Palm Desert Farmers Market.

C. Experience and Qualifications https://secure.procurenow.com/portal/cityofpalmdesert

Describe the proposer's experience operating and managing:

• Certified Farmers Markets.

• Farmer markets, community markets, public markets, or similar recurring market programs.

• Community events or public-facing programs.

• Public-private partnerships.

• Programs or services in partnership with public agencies, municipalities, property owners, nonprofit organizations, or similar entities.

Include information regarding:

• Market locations.

• Operating schedules.

• Number of vendors.

• Length of operation.

• Experience working with public agencies or property owners.

• Experience recruiting and retaining agricultural vendors.

• Experience operating markets in Southern California or similar communities.

• Experience with applicable federal, state, county, and local regulations governing farmers markets, food vendors, public events, and market operations.

• Experience implementing vendor compliance procedures, including permits, licenses, certifications, and insurance requirements.

• Experience coordinating safety, security, emergency response, and incident reporting for public markets or similar events.

List all farmers markets, community markets, or similar recurring markets currently operated by the proposer, including location, operating schedule, approximate vendor count, and years in operation.

D. Market Concept and Operations Plan

Provide a detailed market concept and operations plan for the Palm Desert Farmers Market. The plan shall include:

• Proposed day(s) and hours of operation.

• Proposed startup timeline from contract award through the first market date, including permitting, vendor recruitment, marketing, site planning, and launch activities.

• Operational approach for the market season.

• Proposed vendor mix and market composition.

• Proposed number of vendors during the initial market season.

• Vendor recruitment and retention strategy.

• Description of existing relationships with Certified California Farmers and agricultural producers.

• Strategy for recruiting Certified California Farmers during the first six months of operation.

• Organizational chart identifying the Market Manager and key personnel responsible for weekly operations.

• Site layout and circulation concepts.

• Approach to vendor placement and space assignments.

• Approach to vendor loading and unloading.

• Approach to parking management, traffic circulation, pedestrian access, ADA access, and emergency vehicle access.

• Approach to managing impacts to the Palm Desert Aquatic center, nearby facilities, surrounding properties, and other City uses.

• Approach to site setup, breakdown, cleanliness, waste management, recycling, and sustainability practices.

• Sustainability practices, including waste reduction, recycling, and efforts to minimize single-use plastics.

• Customer experience enhancements.

• Proposed procedures for weather, excessive heat, high winds, emergency situations, temporary closures, relocations, cancellations, or other operational disruptions.

• Long-term vision for the market.

E. Vendor Compliance and Insurance Plan

Describe the proposer’s approach to vendor compliance and insurance requirements, including:

• Procedures for verifying that vendors maintain all required licenses, permits, certifications, and approvals.

• Procedures for verifying vendor insurance prior to participation in the Farmers Market.

• Procedures for maintaining current certificates of insurance and related vendor documentation.

• Procedures for requiring updated insurance documentation upon expiration or upon request.

• Approach to ensuring that food vendors, prepared food vendors, activity providers, demonstrators, and other higher-risk vendors maintain appropriate insurance coverage.

• Process for addressing vendors that fail to maintain required permits, licenses, certifications, approvals, or insurance coverage.

• Process for providing vendor compliance and insurance documentation to the City upon request.

• Proposed vendor rules and regulations, including how such rules will be communicated and enforced.

F. Safety and Security Coordination Plan

Describe the proposer’s approach to maintaining a safe, orderly, and professional market environment for vendors, customers, City staff, and the public. The plan shall include:

• Procedures for maintaining safe pedestrian circulation throughout the market site.

• Procedures for maintaining emergency vehicle access at all times.

• Procedures for managing vehicle movement during setup, operation, and breakdown.

• Incident reporting procedures.

• Emergency response coordination procedures.

• First aid coordination procedures.

• Lost child procedures.

• Procedures for addressing disruptive behavior, public safety concerns, or other safety-related issues.

• Communication procedures for market staff, vendors, City staff, and public safety personnel during market operations.

• Procedures for notifying the City of significant incidents, injuries, property damage, public safety concerns, or operational disruptions.

• Procedures for coordinating with the City regarding temporary closures, cancellations, relocations, or operational changes due to safety, weather, emergency conditions, City operations, or other circumstances.

G. Marketing and Community Engagement Plan

Describe the proposer's marketing and community engagement plan, including:

• Marketing and advertising strategy.

• Social media and digital outreach efforts.

• Public relations strategy.

• Tourism outreach.

• Business community partnerships.

• Community outreach and customer attendance strategy.

• Partnerships with local organizations, businesses, schools, nonprofits, agricultural organizations, health organizations, or community groups.

• Plans to establish the market as a destination within Palm Desert and the Coachella Valley.

• Methods for building consistent attendance throughout the market season.

• Approach to tracking and evaluating marketing effectiveness.

General promotional brochures or unrelated marketing materials are not requested. Proposers should focus on information that demonstrates their approach, experience, and ability to market and promote the Palm Desert Farmers Market.

H. Community Programming Plan

Describe proposed programming and activities that will enhance the market experience while supporting the market's primary purpose as an agriculturally focused community market. Programming may include, but is not limited to:

• Agricultural education.

• Health and wellness activities.

• Educational demonstrations.

• Family-friendly activities.

• Nonprofit or community organization participation.

• Partnerships with local organizations or community groups.

Proposals should explain how programming will complement the market’s agricultural focus and avoid detracting from vendor space, customer circulation, or the market’s primary purpose of supporting agriculture and local food producers.

I. Financial Plan

Provide a financial plan that demonstrates the proposer’s ability to operate and sustain the Palm Desert

Farmers Market. The financial plan should clearly identify anticipated costs, revenue sources, requested

City support, and the proposer’s strategy for long-term financial sustainability.

At a minimum, the financial plan shall include:

• Estimated annual operating budget.

• Estimated startup costs.

• Estimated ongoing operating costs.

• Anticipated revenue sources.

• Proposed vendor fee structure.

• Anticipated sponsorship opportunities or other funding sources.

• Key financial assumptions, including anticipated vendor count, vendor fees, sponsorship revenue, customer attendance, and market season length.

• Requested City financial support, if any.

• Requested City non-financial support, if any.

• Intended use of any requested City funding or support.

• Whether City financial support is requested for startup costs, ongoing operations, or both.

• Proposed performance outcomes associated with any requested City funding.

• Long-term financial sustainability strategy.

• Proposed plan to reduce or eliminate City financial support over time, if applicable.

Proposers requesting City financial assistance shall clearly identify the amount requested, the proposed use of funds, the expected benefit to the market, and how the requested funding will support successful market startup, operation, vendor recruitment, customer attendance, or long-term sustainability.

The proposal shall also identify whether vendor fees, sponsorship revenue, or other market revenues will be retained by the operator, shared with the City, or used to offset market operating costs. All sponsorships, naming rights, third-party advertising, or use of City branding shall be subject to City review and approval.

J. Reporting and Performance Measurement

Describe the proposer’s approach to tracking, evaluating, and reporting market performance. The response should include:

• Method for tracking vendor participation by market date.

• Method for tracking vendor categories and agricultural vendor participation.

• Method for estimating customer attendance.

• Method for collecting customer, vendor, and community feedback.

• Method for tracking marketing and promotional activities.

• Method for tracking complaints, incidents, operational issues, and public safety concerns.

• Method for tracking financial performance, including revenues, expenses, vendor fees, sponsorship revenue, and use of any City funding.

• Approach to preparing seasonal reports and performance updates for the City.

• Proposed performance goals for the initial market season.

K. Required Attachments

Proposals shall include the following:

• Sample site layout or conceptual market plan.

• Sample vendor rules and regulations or vendor handbook.

• Sample vendor insurance requirements or insurance compliance procedures.

• Sample safety plan, emergency procedures, incident report form, or comparable safety and security documentation.

• Sample marketing plan, campaign outline, or examples of prior market outreach strategies.

• Any additional materials that demonstrate the proposer's qualifications and approach.

General promotional materials, brochures, or unrelated marketing materials are not requested.

L. References

Provide a minimum of three (3) references from current or former clients for whom similar services have been provided.

References should include:

• Client or organization name.

• Contact person.

• Contact title.

• Phone number.

• Email address.

• Description of services provided.

• Dates or length of service.

• Market or program location.

At least one reference should be from a public agency, property owner, shopping center, nonprofit organization, or similar partner, if available.

M. Proposal Questions

In addition to the proposal requirements above, proposers shall address the following questions:

1. What makes your farmers market unique, and why will it succeed in Palm Desert? Responses should address:

• Understanding of the Palm Desert community.

• Strategies for attracting Certified California Farmers.

• Methods for building consistent attendance.

• Long-term sustainability.

• Unique programming or operational approaches.

• How the market will complement existing community amenities and events.

2. Describe your strategy for leveraging existing relationships with Certified California Farmers and developing new partnerships to ensure a diverse, high-quality agricultural vendor base throughout the market season.

3. Describe your approach to vendor insurance compliance, safety planning, incident response, emergency coordination, and maintaining a safe market environment for vendors, customers, City staff, and the public.

The City reserves the right to invite one or more of the highest-ranked proposers to participate in an interview and/or presentation as part of the evaluation process. Interviews may be used to clarify proposals, discuss operational approaches, and evaluate the proposer's experience, vision, and ability to successfully operate the Palm Desert Farmers Market.

*Response required

5.2. Non-Collusion Declaration*

The undersigned declares:

I am an authorized representative of my company, the party making the foregoing Bid, to certify the following.

The Bid is not made in the interest of, or on behalf of, any undisclosed person, partnership, company, association, organization, or corporation. The Bid is genuine and not collusive or sham. The Bidder has not directly or indirectly induced or solicited any other Bidder to put in a false or sham bid. The Bidder has not directly or indirectly colluded, conspired, connived, or agreed with any Bidder or anyone else to put in a sham bid, or to refrain from bidding. The Bidder has not in any manner, directly or indirectly, sought by agreement, communication, or conference with anyone to fix the Bid Price of the Bidder or any other

Bidder, or to fix any overhead, profit, or cost element of the Bid Price, or of that of any other Bidder. All statements contained in the Bid are true. The Bidder has not, directly or indirectly, submitted his or her

Bid Price or any breakdown thereof, or the contents thereof, or divulged information or data relative thereto, to any corporation, partnership, company, association, organization, bid depository, or to any member or agent thereof to effectuate a collusive or sham bid, and has not paid, and will not pay, any person or entity for such purpose.

Any person executing this declaration on behalf of a Bidder that is a corporation, partnership, joint venture, limited liability company, limited liability partnership, or any other entity, hereby represents that he or she has full power to execute, and does execute, this declaration on behalf of the Bidder.

I declare under penalty of perjury under the laws of the State of California that the foregoing is true and correct.

☐ Please confirm

*Response required

5.3. Type of Business*

☐ C Corporation (if corporation, two signatures are required)

☐ S Corporation (if corporation, two signatures are required)

☐ Limited Liability C Corporation (if corporation, two signatures are required)

☐ Partnership

☐ Limited Liability Partnership

☐ Sole Proprietor/Individual

☐ Other

*Response required

5.4. Litigation*

Provide litigation history for any claims filed by your firm or against your firm related to the provision of

Services in the last five (5) years (or type "N/A").

*Response required

5.5. Project Team Resumes*

Submit resumes of all key personnel/support staff that will produce work product for the Services.

Describe their qualifications, education, and professional licensing.

*Response required

5.6. List the Signatory(s) Authorized to Sign and Bind an Agreement.* (If two (2) signatures are required, include the following information for both signatories)

1. Full Name

2. Title

3. Physical Business Address

4. Email Address

5. Phone Number

Corporation (C-Corp): Requires two signatures from authorized officers— one from President or Vice

President, and the other from the Secretary or Treasurer.

An alternate signatory may be used if authorized by a Notarized Corporate Resolution or Article of

Authority.

LLC: Usually requires one signature from an authorized member or manager. For significant contracts

(e.g., over $50,000 for construction or over $25,000 for service agreements), additional approvals or signatures may be required.

Sole Proprietorship, Non-Profit, Single LLC: Only the one signature is necessary.

*Response required

5.7. Certification of Proposal: The undersigned hereby submits its proposal and, by doing so, agrees to furnish services in accordance with the Request for Proposal (RFP), and to be bound by the terms and conditions of the RFP.*

☐ Please confirm

*Response required

6. Selection Process

1. During the evaluation process, the City reserves the right, where it may serve the City's best interest, to request additional information or clarifications from Proposers, or to allow corrections of errors or omissions.

2. It is the City’s intent to select a Proposer best evidencing demonstrated competence and professional qualification to perform the Services. The City reserves the right to reject all proposals, select by proposal review only or interview as needed. Certain Proposers may be selected to make a brief presentation and oral interview after which a final selection will be made.

The successful Proposer will be selected on the basis of information provided in the RFP, in-person presentations, and the results of the City’s research and investigation. Upon selection of a

Proposer, the City will endeavor to negotiate a mutually agreeable Professional Services

Agreement with the selected Proposer. In the event that the City is unable to reach Agreement, the City will proceed, at its sole discretion, to negotiate with the next Proposer selected by the

City. The City reserves the right to contract for services in the manner that most benefits the City including awarding more than one contract if desired.

3. After negotiating a proposed Agreement that is fair and reasonable, City staff will make the final recommendation to the City Council concerning the proposed Agreement. The City Council has the final authority to approve or reject the Agreement.

7. Evaluation Criteria

The City will evaluate proposals based on the following criteria:

No. Evaluation Criteria Scoring Method Weight (Points)

1. Market Concept, Vision, and Alignment with

Palm Desert Goals

Evaluation will consider the proposer’s understanding of the Palm Desert community, proposed market concept, agricultural focus, ability to create a high-quality community destination, and alignment with the City’s goals for community vibrancy, healthy food access, local and regional agriculture, and long-term market success.

0-5 Points 25 (25% of Total)

2. Operational Plan and Vendor Recruitment, Safety, and Insurance Compliance

Evaluation will consider the proposer’s proposed operating schedule, startup plan, site layout approach, traffic and parking management, ADA access, emergency access, setup and breakdown procedures, vendor placement, vendor management, Certified

California Farmer recruitment strategy, proposed vendor mix, safety and security procedures, incident reporting process, emergency response coordination, vendor insurance compliance procedures, and ability to minimize impacts to the Palm Desert

Aquatic Center, nearby facilities, surrounding properties, and other City uses.

0-5 Points 25 (25% of Total)

3. Relevant Experience and Qualifications

Evaluation will consider the proposer’s demonstrated experience operating farmers markets, Certified Farmers Markets, public markets, community markets, or similar recurring programs; experience working with public agencies, municipalities, property owners, nonprofit organizations, or similar partners; qualifications of key personnel;

regulatory knowledge; vendor compliance experience; safety practices; and capacity to successfully operate the Palm Desert Farmers

Market.

0-5 Points 20 (20% of Total)

4. Financial Sustainability and Overall Value

Evaluation will consider the proposer’s estimated operating budget, startup costs, ongoing operating costs, vendor fee structure, revenue sources, sponsorship strategy, requested City financial or non-financial support, intended use of any City funding, reasonableness of costs, financial assumptions, and long-term plan for financial sustainability.

0-5 Points 15 (15% of Total)

5. Community Benefit, Marketing, and Public

Engagement

Evaluation will consider the proposer’s marketing strategy, social media and digital outreach, tourism outreach, business and community partnerships, public engagement, community programming, customer experience enhancements, and ability to attract consistent attendance while maintaining the market’s agricultural focus.

0-5 Points 10 (10% of Total)

6. References and Past Performance

Evaluation will consider references, past performance on similar contracts or market operations, demonstrated reliability, responsiveness, vendor relations, public agency or property-owner satisfaction, safety record, compliance history, and record of successful market operation.

0-5 Points 5 (5% of Total)

8. Submittal Requirements

8.1. General

It is strongly recommended that the Proposer submit proposals in the format identified in this RFP to allow the City to fully evaluate and compare the proposal. All requirements and questions in the RFP should be addressed and all requested data shall be supplied. The City reserves the right to request additional information which, in the City’s opinion, is necessary to assure that the Proposer’s competence, number of qualified employees, business organization, and financial resources are adequate to perform according to the Agreement.

8.2. Preparation

Proposals should be prepared in such a way as to provide a straightforward, concise delineation of capabilities to satisfy the requirements of this RFP. Responses should emphasize the Proposer’s demonstrated capability to perform the Services. Expensive bindings and promotional materials, etc., are not necessary or desired. However, technical literature that supports the approach to providing the

Services and work plan should be forwarded as part of the proposal. Emphasis should be concentrated on completeness, approach to the work and clarity of proposal.

8.3. Site Examination

Proposers may visit the City and its physical facilities to determine the local conditions which may in any way affect the performance of the work; familiarize themselves with all federal, state and local laws, ordinances, rules, regulations, and codes affecting the performance of the work; make such investigations, as it may deem necessary for performance of the Services at its proposal price within the terms of the

Agreement; and correlate its observations, investigations, and determinations with the requirements of the Agreement.

8.4. Authorization

The proposal shall be signed by an individual, partner, officer or officers authorized to execute legal documents on behalf of the Proposer.

8.5. Confidentiality of Proposal

Proposals submitted in response to this RFP shall be held confidential by City and shall not be subject to disclosure under the California Public Records Act (Cal. Government Code section 6250 et seq.) until after either City and the successful Proposer have completed negotiations and entered into an Agreement or

City has rejected all proposals. All correspondence with the City including responses to this RFP will become the exclusive property of the City and will become public records under the California Public

Records Act. The City will have no liability to the Proposer or other party as a result of any public disclosure of any proposal or the Agreement.

If a Proposer desires to exclude a portion of its proposal from disclosure under the California Public

Records Act, the Proposer must mark it as such and state the specific provision in the California Public

Records Act which provides the exemption as well as the factual basis for claiming the exemption. For example, if a Proposer submits trade secret information, the Proposer must plainly mark the information as “Trade Secret” and refer to the appropriate section of the California Public Records Act which provides the exemption as well as the factual basis for claiming the exemption. If a request is made for information marked “Confidential”, “Trade Secret” or “Proprietary” (“Proprietary Information”), the City will provide

Proposers who submitted the information with reasonable notice to seek protection from disclosure by a court of competent jurisdiction. Proposer shall have five (5) working days after receipt of such notice to give City written notice of Proposer's objection to the City's release of Proprietary Information.